The Media Buying Briefing discusses the evolution of the TV ad marketplace, the shift towards technology and programmatic buying, and the changing nature of upfront presentations.
In the past, the marketplace was dominated by four broadcast networks, and the focus was on relationships between ad sales chiefs and media agency titans. However, today's upfront presentations highlight advances in technology, embracing programmatic buying and the use of artificial intelligence to find contextual relevance for advertisers.
Netflix impressed with its array of ad-tech tools and partners, and is introducing its own ad-tech, initially to be tested in Canada. The abundance of inventory for media buyers has led sellers, like YouTube, to create scarcity.
The upfront presentations, showcasing content to media buyers, planners, and clients, are unlikely to disappear. However, the need to commit significant ad dollars within a short span of time is becoming less important as clients seek more flexibility.
Measurement remains a significant challenge in the video industry, with a lack of coherent measurement causing issues.
The briefing also highlights the spending power of Gen Z, particularly in the gaming industry. A survey of over 2,000 Gen Z gamers in the U.S. revealed that 65% play video games for more than three hours a day, and 81% have played or would play a video game based on a non-gaming brand.
In agency news, Omnicom Media Group landed Gap Inc.'s media business, and GroupM appointed Toby Jenner as global president of GroupM Clients. Independent WPromote landed media AOR duties for Athletic Brewing Co.
